Make Sense asked Maria Yerunova, Director of Marketing Communications at Simple Group, to share her Top 3 successful communication cases of 2025:
1. Pal Can Tell a Fake from the Real Thing
An actor became the face of original products on Yandex Market.
I consider involving Aleksandr Pal in anti-counterfeit advertising a brilliant and at the same time very simple idea, built on a clever play on words. I literally jumped when I saw this ad on the streets of Moscow last spring. I’m not sure whether I was thrilled by the genius and simplicity of the concept, or whether I’d had a similar wordplay floating around in my own head but never knew how to apply it since I work in a different segment.
I consider involving Aleksandr Pal in anti-counterfeit advertising a brilliant and at the same time very simple idea, built on a clever play on words. I literally jumped when I saw this ad on the streets of Moscow last spring. I’m not sure whether I was thrilled by the genius and simplicity of the concept, or whether I’d had a similar wordplay floating around in my own head but never knew how to apply it since I work in a different segment.
2. Yandex Pro “Unstuck” Stereotypes About Women Behind the Wheel
A case about women and “non-feminine professions” can’t be called a brand-new angle, but it’s still highly relevant. As a woman, I simply couldn’t pass it by.
3. Nikolai Vasilenko, His Smile, and Flowers in the Metro for Sber’s Promotion
Nikolai is associated with his kind and welcoming smile and is often called the “man with the smile”. Pairing this personal image with Sber’s product “Smile to Pay” is just great, isn’t it?
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